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Reviewed and published by trentmaziarz, March 19, 2026. Discovered and drafted by our automated research pipeline.
EA is developing an unreleased mobile product called Project Air where players can create AI characters, interact with them using open-ended text conversations, and share them with other players. It is EA's most experimental generative AI product to date.
Details
Revealed at EA's Investor Day in September 2024 by Chief Strategy Officer Mihir Vaidya as part of the company's "Transformation" strategy pillar — new kinds of entertainment products made possible only by AI. Project Air sits within EA's Ventures group. Job postings for the project (including a Community & Content Lead role) confirm active development. EA has not announced a release date or platform specifics beyond mobile.
Products affected
Project Air (in developmentunreleased)
Sources & Evidence
Cite this record
Trace Foundation. (2026). Electronic Arts (EA): EA is developing an unreleased mobile product called Project Air where players can create AI characters, interact with them using open-ended text conversations, and share them with other players. It is EA's most experimental generative AI product to date (data as of 2026-03-19) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/1199cb52-6067-47aa-9484-d323ab8cb8fe. Accessed October 14, 2026.
- Stable link
- https://www.aitrace.org/r/practice/1199cb52-6067-47aa-9484-d323ab8cb8fe
- Data as of
- March 19, 2026
- Last verified
- June 6, 2026
Other practices by Electronic Arts (EA)
OtherEA announced Project Atlas in 2018 as a cloud-based platform for building and running games, with AI built directly into the development environment — including a demonstration of AI generating game terrain from real-world geographic survey data. Its current status within EA's infrastructure is unclear.OtherEA deployed an internal AI mandate across its approximately 15,000 employees starting in 2024, requiring use of tools including an in-house chatbot called ReefGPT for coding, playtester feedback summarization, and other tasks. The mandate overlapped in timing with layoffs of approximately 670 employees in February 2024 and a further 300 to 400 in April 2025; EA has not officially attributed the workforce reductions to AI.OtherBattlefield 2042 uses AI-controlled soldiers to fill slots in its large multiplayer matches whenever there aren't enough human players available. These AI characters can capture objectives, drive vehicles, throw grenades, and revive squadmates — and players cannot opt out of being matched with them.
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